Digital interventions may be the prescription for men who habitually avoid the doctor
As June marks Men's Health Month , it casts a spotlight on a persistent challenge – South African men are significantly less likely than women to seek medical advice or attend regular health screenings. Despite increased access to health information in today's digital age, many men remain under-engaged in managing their own health. Using hypertension as an example, studies show men lag behind in hypertension awareness and treatment - often due to sociocultural norms, economic pressures, and limited healthcare access during working hours. Health experts and industry leaders are now calling for a shift in approach to better support men in managing their long-term health, starting with how to use digital resources effectively.
While men are active internet users, they tend to search for health-related information online far less frequently than women. A large-scale German study involving more than 950 patients, found that women are not only more inclined to search for health information online, but also do so with stronger emotional and social motivations.
The study also revealed that men and women differ in how they interact with healthcare professionals online. Men, for instance, showed more interest in developing virtual relationships with their general practitioners, such as through online consultations, booking appointments digitally and receiving test results via email. These findings suggest that digital health tools should be tailored differently for men and women – with women responding more to socially driven, engaging content and men potentially benefiting more from structured virtual health services offered by GPs and clinics. Similar patterns of gender differences in online health-seeking behaviour have been observed in studies from various countries, indicating that this trend is consistent across different cultures and regions worldwide.
Artificial Intelligence (AI) is revolutionising healthcare by providing personalised health information and recommendations. AI-powered chatbots and virtual assistants can offer immediate responses to health queries, helping men make informed decisions about their health. These tools can guide users on when to seek professional medical advice, interpret symptoms and even schedule appointments.spokesperson for Pharma Dynamics, Nicole Jennings,, emphasised the importance of leveraging digital tools for health. 'Men often delay seeking medical advice due to various reasons, including societal expectations and time constraints. Embracing digital health tools can bridge this gap, offering accessible and immediate health information that encourages proactive health management,' she said.
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